Why should CMOs care about Voice of the Customer (VoC) strategies? Paul Hagen, senior principal of customer experience and innovation at West Monroe Partners, said because VoC strategies influence budget, company health and how CMOs think about their jobs.

“In a world where many firms have shifted to more subscription-based, digitally connected products or service models, post-acquisition renewals eventually comprise the biggest part of revenues,” he said. “Firms and CMOs that focus on customer experience and customer success, such as by monitoring VoC and helping orchestrate improvements post-sale, end up winning."

You’ve heard it before but I’ll say it again…Listening to the Voice of the Customer (VoC) is crucial for businesses looking to compete based on customer experience. And while this couldn’t be more true, surprisingly, nearly 75% of companies still feel that their VoC programmes aren’t effective and that they’re failing to drive actions. That is to say that these companies are listening to their customers but lack the wherewithal to turn insights into something meaningful and profitable for their business. This is where VoC tools come into play. One that comes to mind is Usabilla.

So let’s take a look at some of the competitors and alternatives to using a tool like Usabilla.

Voice is the new, primary interaction for most modern devices. Smart speakers like Amazon Echo and Google Home allow you to interact entirely with voice commands. Even most smartphones include a virtual assistant option, affording you hands-free and voice-enabled controls.

The shift to voice-controlled devices presents a new series of UX and design philosophies that require a general understanding of natural language and communication. It is comparable to how mobile touchscreens and touch interfaces transformed UX design. The difference, of course, is that voice interactions are much more hands-off.

Voice of the Customer (VoC) programmes are intended to capture the opinions and preferences of all customers, analyse those insights, and use them to create meaningful changes in customer experience (CX). Having a VoC programme in place has become increasingly more popular and essential, especially as more and more businesses (nearly 72% to be precise) continue to place CX as their top priority.

The voice of the online customer is taking on an increasingly important role when it comes to improving websites and apps. So web analysts and digital marketeers are making more and more use of tools in order to collect feedback from the user. But what type of feedback tool should you use, for which type of use?

Over the last years NS has been actively improving its online visibility and services. Digital sales and services have become increasingly important. NS websites link directly to its social media accounts and NS has set up a interactive webcare policy.

The Voice of the Customer (VOC) is a research technique that maps out the detailed wishes and needs of your customers. In short, you listen to what your customers have to say about a product or service.

Unfortunately there are many instances in which online customer feedback “falls on deaf ears”. Just a mere 46% of consumers feel that their feedback is being used in a constructive way. And what’s interesting is almost 83% of consumers say they would be more loyal to a brand if they knew that brand would act on their feedback and make improvements.

Capturing the Voice of the Customer at every touchpoint in the online customer journey is critical in the travel industry. Nearly “75% of consumers expect to be able to provide real-time feedback on their experiences” whilst on travel websites.

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Mopinion: The Leading User Experience Tool

Mopinion is a proud sponsor of User Experience News. The voice of the online user is taking on an increasingly important role when it comes to improving websites and apps. So web analysts and digital marketeers are making more and more use of User Experience Tools in order to collect experience from the user. Mopinion takes it one step further and offers a solution to analyse and visualise User Experience results from your websites and apps wherever you need them. The real challenge for companies is not about capturing experience, it is about how to make sense of the data.